GENERAL INQUIRIES
info@forward.oneMARKETING INQUIRIES
media@forward.oneINVESTOR RELATIONS
ir@forward.oneLars has built enterprise software businesses from zero at Demandware, Salesforce and his own venture-backed startup. At FORWARD.one he partners with founders on go-to-market, sales and enterprise deals, built for scale from day one, and brings that operator lens to the fund’s due diligence.
Lars has spent 15+ years building and leading enterprise software go-to-market across Europe. He built Demandware's Nordic region from zero and led it through the acquisition by Salesforce. At Salesforce he ran Commerce Cloud across the Nordics and Benelux, introduced MEDDIC to the sales team, and then took on the Emerging Business unit, scaling B2B Commerce and Order Management across EMEA with a large share of the business sold to industrial and manufacturing companies.
"Most founders I work with are technically very strong and already have the product. What they lack is a structured go-to-market engine. Many want to hand sales to someone else as fast as possible, but then they outsource something they have never learned to run. So I start by teaching founders to run their commercial business themselves. Then I help them hire the right sales leader."
The founder owns revenue
Most founders hand sales to someone else too early and outsource something they never learned to run. Lars builds the commercial engine with the founder, in the live deals, and leads the build until the right sales leader is hired. The founder stays the owner of revenue throughout. That is the difference between a company that scales and one that depends on whoever is selling this quarter.
Built for scale from day one
Qualification, pricing, packaging and the hiring plan are designed for the company it needs to become at Series B and beyond. A sales engine built for the first ten customers has to be rebuilt later, usually at the worst moment. Lars builds for the plan, with the discipline to run it from the first deal.
Decided in the enterprise deal
Long, multi-stakeholder sales into industrial and manufacturing companies are won on process: the right champion, a quantified business case, a decision process the team actually understands. Lars works the larger deals next to the founder, MEDDIC-based, until the win pattern repeats and the team runs it without him.
For the investment team
Before an investment, Lars tests whether the commercial case holds: pipeline quality, sales motion, pricing, and what has to be true commercially for the plan to work. Founders and partners get the same honest answer. After the investment, he is the person who can be inside the company on Monday, and his job there is commercial value creation: revenue that tracks the plan, enterprise contracts that survive the next round's diligence, and a sales engine the next investor can underwrite.
Boards & Notable Involvements
Edmund - Operating Partner
Rebuilt the sales process and works the larger enterprise deals for its industrial AI solution.
Oppr.ai - Operating Partner
Positioning, go-to-market and enterprise market development. FORWARD.one portfolio company.
Dataminds - Board Member
Data and AI consultancy, Denmark.
Enterspeed - Commercial advisor
International go-to-market for AI-enabled commerce infrastructure.Economy of Trust Ukraine. Advisory Board.
